Course

Objective:

Learning Outcomes:

• Identify and apply appropriate digital tactics to accomplish various business goals and objectives for both B2B and B2C organizations using owned media, search engine marketing, paid advertising , email and SMS, digital content, social media and mobile marketing
• Create and manage online display advertising, understand the role of intermediaries between advertisers and publishers, know the different forms of advertising payment (CPM, CPC, CPA), and be able to differentiate and use the various forms of targeting
• Develop a digital content, earned media and social media strategy that amplifies your digital campaign advertising message
• Use marketing and web analytics, and social media tools to interpret consumer behavior, optimize digital advertising campaigns, and measure digital marketing effectiveness
• Apply Google Analytics digital marketing features and functions: traffic volume measurement, traffic source tracking, site content measurement, and URL Builder campaign tracker within your digital marketing campaign and update strategy to reflect these results
• Plan, create and analyze a comprehensive digital marketing campaign
• Explain the major components of a digital marketing strategy, owned, earned and paid media, and how they function within the broader context of a marketing campaign

General Topics: